How Retailers Can Leverage Predictive Marketing to Drive Connected Customer Experiences
As retailers become more skilled at harnessing big data to build predictive intelligence capabilities, they will learn to create more personalized customer experiences and drive operational efficiencies throughout their organization. Savvy retailers already employ artificial intelligence to create distinctive and transformative shopping experiences. For example, the Amazon Echo, a hands-free, voice-controlled digital assistant, lets you do everything from play your favorite music, to reorder toilet paper. At The North Face, an IBM Watson-enabled search engine helps you find the perfect jacket by analyzing the weather, your activity level, your gender and whether you’re in a remote or urban location — all from a few pieces of information.
Predictive technologies can be useful across many different applications, like powering product recommendation systems and providing product assortment, using information from shopper radio frequency identification (RFID) and beacons to customize digital and physical shopping experiences. Predictive technology can also automate mundane retail tasks by combining advanced technologies in drone delivery services, mobile payments, checkout optimizers and connected supply chain platforms.
With these technologies, retail marketers will capture unique insights across different devices that will allow for new opportunities to message individual customers in meaningful ways. There are three significant macro-trends in retailing that will disrupt the industry and will push the boundaries of what’s possible in business operations and customer service.